Value Co-Creation Process between the Association of Civil Servants for Leisure and Tourism and its Associates from the perspective of the Association's Management

Value co-creation is an overarching concept that describes collaboration between various stakeholders to build value and generate mutual benefits. In this research, we analyze how the value co-creation process occurs between an association promoting tourism and its members. Specifically, we seek to understand: how the value-co-creation main antecedents in tourism work, which are the major interaction channels that drive the value co-creation between association and members, and which benefits are generated by value co-creation. For this, we carried out a single case study with the largest associative institution in Latin America. We interviewed four association managers and analyzed internal documents such as bylaws, minutes, and management reports. Some of our main contributions were: people with high or low engagement generate value co-creation, but in different ways; prior knowledge is essential for potential associates to join; the quality of the service is felt deeply by the associates because they have a closer relationship with the association; and the relationship and trust between the association and members generate a sense of belonging in members.